India, Aug. 21 -- Can Microdramas Turn Minutes Into Money?

India's microdrama space is turning into a serious battlefield. Short vertical stories are winning audiences across languages and smaller cities, while emerging and established players are battling rising acquisition costs. So, what exactly is cooking in India's microdrama arena?

A Desi Format Emerges: Microdramas may have originated in China, but India is developing its own version of the format. Platforms are adapting stories, pacing and characters to local languages, formats and cultural contexts. Not just this, a majority of viewers are from tier II+ cities, with many preferring native-language content and stories rooted in everyday life.

The Cost Conundrum: Microdrama prod...